Download JNTUH MBA 4th Sem 2019 April Product and Brand Management Question Paper

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Question Paper Code: CMB417

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MBA IV Semester End Examinations (Regular) - April, 2019

Regulation: R16

PRODUCT AND BRAND MANAGEMENT

(MBA)

Answer ONE Question from each Unit

All Questions Carry Equal Marks

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All parts of the question must be answered in one place only

1. (a) Write about the objectives of product management and describe the various stages involved in New product development. [7M]
   (b) Describe about the different type of growth strategies and explain about intensive growth and integrative growth strategies [7M]
2. (a) Define the term product innovation, explain pro's and con's of product innovation. [7M]
   (b) Explain in detail the role of research and development process in marketing. [7M]

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UNIT - II

3. (a) Write about the ad little product portfolio analysis with two examples. [7M]
   (b) Discuss in detail about Boston Consultancy Group (BCG) and GE Mc. Kinsey Matrix of portfolio management. [7M]
4. (a) Define the term new product. Discuss the reasons for failure of new product with an example. [7M]
   (b) Define product maps and discuss briefly about design for manufacturing a product. [7M]

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UNIT - III

5. (a) Define about adoption process and explain in detail the stages of adoption process. [7M]
   (b) Define perceptual maps and explain advantages and disadvantages of perceptual maps. [7M]
6. (a) Discuss the benefits and drawbacks of usage of brand personality in brand communication. [7M]
   (b) Define the term Brand awareness and explain advantages and disadvantages of brand awareness. [7M]

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UNIT - IV

7. (a) Assuming yourself as a brand development manager of Nestle's maggi product, post maggi crisis you are asked by the company to develop unique brand repositioning strategy for Indian market. Explain in detail. [7M]
   (b) Explain about the brand resonance and discuss four categories in brand resonance. [7M]
8. (a) Define the term brand licensing and franchising. Write about Pro's and Con's of using franchise model. [7M]
   (b) Illustrate with an example the advantages and disadvantages of brand extensions strategy. [7M]

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UNIT - V

9. (a) Define brand equity and explain different stages in customer brand equity process. [7M]
   (b) Discuss in detail any one method / approach of brand valuation. [7M]
10. (a) Discuss briefly about brand revitalization and explain the way marketers use the brand revitalization strategy. [7M]
    (b) Define brand crisis and taking an example of your choice explain how company/ies managed the brand crisis. [7M]

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